The Radial Group

We see an emerging trend towards moderation rather than dieting - and amazingly, it's coming from...weight loss companies!

Weight Watchers just started a series of print, TV, outdoor and online ads called "Stop Dieting, Start Living" - the basic idea is eat in moderation rather than starving yourself or unrealstically restricting what you eat.

And Jenny Craig just added Queen Latifah as a spokeswoman. Interestingly, though, her goal's explicitly NOT to lose a lot of weight. She just wants to follow scientifically-based recommendations that overweight or obese folks can get health benefits just by dropping 10 - 15 pounds.

Watch the WW ads below. Do you think they'll stick to this message? Or is it just the "flavor of the day"...and before long they'll be back to their old marketing tricks. Post below (we'll keep your email private).

WW's coffee shop ad

And you can see print ad examples here:

No D*iet poster...

If Diets Work...

New Year's Resolution...

People Don't Fail...

I have to say, I think it'll appeal to a lot more consumers. And yet, I wonder if the programs themselves are really different - or if it's just the marketing that's changed.

Posted by Leslie Nolen at 05:29 PM | Permalink | Comments (0)

Ask your clients to give themselves a point for each statement that describes them:

I don't currently smoke.
I'm physically active.
I drink alcohol in moderation.
I eat at least 5 fruits/veggies every day.

(And isn't it interesting that maintaining a "healthy weight" doesn't show up on the list?)

FYI, physically INactive was defined as a sedentary job and no recreational physical activity. And moderate alcohol consumption means half a pint of beer or a glass of wine weekly.

People who score four points lived an average of fourteen extra years vs people who do none of these things. And those with a score of zero were four times more likely to die than those who scored four points.

These conclusions are based on an 11-year study of 25,000 men and women ages 45 to 79 in the UK that's part of the largest diet and health study ever conducted. While the usual research study caveats apply, this may be a valuable tool in working with clients if you use it with sensitivity.

Read the actual study:
Combined Impact of Health Behaviours and Mortality in Men and Women: The EPIC-Norfolk Prospective Population Study

Read more about the study:
Four Health Behaviours Can Add Fourteen Extra Years Of Life
Heeding Familiar Advice May Add Years to Your Life (free registration required)

Posted by Leslie Nolen at 04:45 PM | Permalink | Comments (0)

This week's newsletter looks at sales processes that make it even harder for customers to buy from your wellness business.

You know the kind of thing - offering a free health tips newsletter, but only after your customer tells you their gender, full mailing address, number of kids, household income, name of employer, years of college, favorite soft drink, name of first pet, favorite date movie, etc., etc.

Feel free to post your sales friction headaches and questions - or solutions and great ideas! - here.

Posted by Leslie Nolen at 04:19 PM | Permalink | Comments (0)

Provoking new ad from Nike features UW-Whitewater basketball player Matt Scott.

Watch it and then read some of the comments we received from newsletter subscribers:

We included this link in our 1/18/08 newsletter and heard from some of our readers:

MJ, a yoga professional:
The video kept stopping and replaying from beginning...my persistence in wanting to see the end kept me [watching]. It kept repeating and when I finally got to the end the wheel chair was a shock with all that had been going on in my head with all his excuses over and over again. What do I think of it? For me it brings forth
memories of the great movie I watched about paraplegics and their determination to live fully with their limitations. From a marketing viewpoint? Somewhat manipulative and thought provoking.

Nina D., a nutritionist:
As a nutritionist who insists that each patient exercise (or not return for follow up) - I have heard every excuse under the sun why someone can't "just do it". A very powerful message - for those who are physically able but just don't. I can think of about 6 patients off the top of my head who will be finding that ad when they next open their email. Thank you for all the good work you do in helping me and others in the wellness field.

Paula R, owner of fitness business:
Extraordinary example of the American Excuse, that applies to workout ethics and job ethics. As a former middle school teacher, and present owner of a fitness studio, I have witnessed an unmotivated generation of young people. What happened to black or white, straightforward decisions. Nike does an excellent job of portraying the "gray area" by not adding color to their ad. And then impacting their message with the exiting wheelchair. Motivation is a key factor to keeping clients challenged and focused. Thanks for all your newsletters. I read everyone of them!

Add your thoughts below (and we never reveal your email address).

Posted by Leslie Nolen at 04:11 PM | Permalink | Comments (0)